Stop looking for a single way to measure ROI

The pursuit of a stable way to measure social media return on investment is founded on a false premise, writes Brian Solis. Rather than seeking a single static set of tools with which to measure ROI, we should seek tools that relate directly to our goals in any given moment. “R.O.I is specific to an outcome or a goal, which means that there is no one answer,” Solis writes.

Why news orgs need social editors

Posting stories to Facebook and Twitter may soon be a full-time job — even at established media organizations, panelists at a Social Media Week event argued. Staying relevant and engaged in social spaces are musts for all media companies, they said, and it’s often more work than individual reporters can handle. “If we’re going to survive as an industry, we have to figure out new models. The old ways aren’t working or they’re working in very limited ways for a very limited number of power players,” said Rachel Sklar of  Huffington Post, The

Putting a price on social-media traffic

It’s tricky to quantify the ROI from social-media campaigns, but comparing your traffic increases with keyword advertising rates can provide a useful benchmark, argues Jason Falls. Calculating the amount you’d have had to spend on keyword advertising to provide an equivalent jump in traffic lets you put a price tag on your achievements, and it can help to convince skeptical executives that your social strategy is worthwhile, Falls writes.  Social Media Explorer

Next-gen interactivity for magazine industry

Some top magazine publishers are trying to get ahead of the curve by developing so-called tablet versions of their print editions before the tablet PC becomes readily available, and are launching iPhone apps for titles including Esquire and GQ. Enhanced electronic magazines promise readers more customizable content, and marketers the ability to slot dynamic advertising.  New York Times (free registration), The

Is the Web too nice?

While the blogosphere and online discussion boards are typically full of snark and venom, product ratings show off the Web’s sunny side, according to this article. On average, online reviewers award a generous 4.3 stars out of 5, according to data from Bazaarvoice Inc. and other e-commerce watchers. Some online commentators are trying to reverse this trend by emphasizing the negative in their product and service reviews. Read more: The  Wall Street Journal

AP may sell time-based exclusivity to search sites

To capitalize on the growing competition between Google and Microsoft, The Associated Press announced it is mulling a plan to sell content exclusives on a 20 to 30 minute basis to one client, before allowing a competitor to purchase the content. “We stand at an enviable moment where Microsoft and Google have decided to go to war,” AP Chief Executive Tom Curley said. More at MarketWatch

Integrations bring drama to ads

The rise of ad-skipping DVR-users and commercial ratings have spawned a new breed of commercials which maintain the look and feel of the specific shows they run against. Sprint is running two such campaigns this fall TV season, one on NBC’s “Heroes” and one on ABC’s “Desperate Housewives.”  MSNBC/The Associated Press